Ayla

Google Stadia
Brand Identity System

Defining a brand for a way of playing that didn't exist yet.

Google Stadia challenged conventional ideas of gaming by removing hardware boundaries entirely, allowing play to happen across any device, anywhere. The task wasn't just to introduce a new platform, it was to build a brand for a concept that felt unfamiliar to most players.

Working in partnership with Google and Google Creative Lab, the focus was on a simple but expansive idea: one place for all the ways we play. The identity needed to feel inclusive and open, inviting players, spectators, and creators into a shared ecosystem rather than positioning gaming as a closed space. At the center of the system was a symbol designed as a rallying point, representing the idea of infinite stadiums where play could happen anywhere, without limitation.

A vibrant palette of oranges and deep plum introduced momentum and contrast, while Google Sans carried clarity and consistency across communications. The full system was codified in a 200-page guidelines document and culminated in the Stadia brand reveal at the Game Developers Conference.

Client: Google
Agency: Deutsch
Role: Visual Design,

Head of Design: Adhemas Batista
Design Director: Jean-Lou Renoux
Designers: Ayla Kim, Karen Pham, Taryn Oshiro-Wachi, Jun Ikeya, Joo Woo,
Google & Google Creative Lab